Faculty Directory

Hans-Willi Schroiff

Visiting Professor of Business Administration



DegreePhD, RWTH Aachen University, 1983; MS, RWTH Aachen University, 1978

AREAS OF EXPERTISEGlobal market research, innovation metrics, consumer-centric ideation for new products, guided creativity, behavioral branding, neuromarketing

Current Research Topics

  • Reasons for increasing flop rates for fast-moving consumer goods
  • Application of neuromarketing findings in daily business processes
  • Contingent launch control procedures

Selected Publications

  • With T. Müller, Warum Produkte Floppen (Why Products Fail), Haufe Verlag, 2013
  • “Marktforschung,” In: Enzyklopädie der Psychologischen Diagnostik (Encyclopedia of Psychological Diagnostics), W. Amelang and L.F. Hornke, (eds.), Hogrefe, 2011
  • “Markendifferenzierung in der Konzeptphase–eine Handlungsempfehlung aus der Praxis,” In: Erfolgreiche Markendifferenzierung–Strategie und Praxis professioneller Markenprofilierung, U. Görg (ed.), Gabler, 2010
  • “The Market Research Process,” In: Market Research Handbook (5th ed.), M. van Hamersfeld and C. de Bont (eds.), Wiley, 2007
  • “Creating Competitive Intellectual Capital,” In: Market Research Best Practice: 30 Visions for the Future, P. Mouncey and F. Wimmer (eds.), Wiley, 2007
  • “Marketing Controlling via Marktforschung (Marketing Controlling via Business Intelligence),” In: Handbuch Marketingcontrolling (2nd ed.), S. Reinecke and T. Tomczak (eds.), Thexis, 2006
  • With D. Arnold, “Strategies for Managing Brand and Product in International Markets,” In: The Global Market–Developing a Strategy to Manage Across Borders, J. Quelch and R. Deshpande (eds.), Jossey-Bass, 2004

Working Papers

  • “Innovation in the Food Industry Via the Culinary Codes Paradigm”
  • "How to Move the Pharma Industry from Molecule-Centric to Patient-Centric Innovation"
  • ​"Spearheading Innovation–Winning with Guided Creativity"
  • ​"PackChainge–a New Paradigm for Asssessing the Implicit Communication of Packages"​


  • German "Marketing Award," German National Marketing Association, 2010
  • Market Researcher of the Year, Professional Association of German Market and Social Researchers, 2005
  • Best Paper Award for “Creating Competitive Intellectual Capital: The Henkel Case,” 51st ESOMAR Congress, 1998

Professional Activities

Academic positions

  • Visiting Professor of Business Administration, Tuck School of Business, 2013–present
  • Professor of Business Administration, 2003–present, Assistant Professor of Psychology, 1982–87, Research Assistant, 1978–82, RWTH Aachen University

Nonacademic positions

  • Founder and CEO, MindChainge, 2014–present
  • Corporate Vice President Market Research/Business Intelligence, 1999–2012, Director of International Market Research, 1993–99, International Research Manager, 1990–93, National Research Manager, 1988–90, Senior Research Manager, 1987–88,  Henkel AG & Co KGaA

Board memberships

  • Executive Committee, Marketing Science Institute
  • Advisory Boards: Dialego (chair), You Gov